Fck The Cupcakes ‘Be The Change’
Fuck The Cupcakes is a gender equality organisation started by CEO Jasmin Bedir and a few of us at Innocean.
For our first major initiative we launched ‘Be The Change’ - a platform motivating men to join the fight for gender equality to help shift the needle more.
Using dark humour as a Trojan horse, we took the very real experiences of women and disguised them in a ‘sitcom’. Then we provided the solution, empowering men to find their voice, unpacking every moment through a multi-media campaign and the trusted voices of male organisations.
FTC ‘BTC’ Case Study
‘Be The Change’ Award Board
‘BTC’ Interactive Film. The film was written by using all the real experiences of women and answers from a Shequal study
Each hidden (and not-so-hidden) moment of misogny became a opportunity for men to see things from a women’s POV
★ Awards
Ad News Awards, 2023
Best Diversity Campaign
Shots APAC Awards, 2023
Shortlist in Charity Campaigns
B&T Awards, 2022
Finalist in Diversity The Work
B&T Women In Media Awards, 2022
Best Campaign That Champions the Equality Cause
Best Ads, June 2022
Film Nomination